The conceptual tools for improving the quality of management decision taking are available. Unfortunately, it appears from the previous chapter’s discussion that decisions are taken, not optimally, but rather with a series of more or less sophisticated rules of thumb. This, of course, is inevitable until greater precision is obtainable in assessing the relationship between cause and effect, between advertising and its results. At present, as Table 5.1 indicates, there appears to be an inverse relationship between measurement of advertising achievement and the relevance of that achievement to corporate goals. Although advertisers may hope that there is a logical hierarchical movement by potential consumers from advertisement exposure to favourable attitude change to purchase, there is no proof that this is so. Nor, if it is so for some consumers, is it known what proportion of the total market these might represent.
KeywordsResponse Function Recognition Test Test Area Average Readership Seat Belt
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